In this week’s In-Ear Insights, we present the full session audio from our talk at the MarketingProfs B2B Forum 2019 on how to build better analytics dashboards and reports with data storytelling and analytics frameworks. Listen in for key principles, and if you’d like to get the slides and video from this talk, they’re available here.

Listen to the audio here:

http://traffic.libsyn.com/inearinsights/tipodcast-mpb2b.mp3

Download the MP3 audio here.

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Machine-Generated Transcript

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Today we’re talking aboutanalytics and dashboard specifically, I’m going to actually contradict Matt a little bit if you want the slides right now, you can go to where can I get the slides.com.

You will also see the links to some of the Data Studio dashboards that you can copy into your own Data Studio instance.

So if you want us to use some of the examples in this talk, you can get them there as well.

So there’s the aptly named Where can I get the slides calm? Let’s move on.

Here’s the major problem we have as marketers, b2b b2c, who cares what the name is, this is our problem.

We have no shortage of data.

This year as a civilization.

We will be creating approximately 40 zettabytes of data.

Now, a zettabytes kind of a hard number to wrap your brain around.

How many of you use Netflix just a quick show of hands? Okay, good.

So everyone knows on Netflix If you were to start watching Netflix and not stop to eat,sleep,do biological functions of various kinds.

And you started 55 million years ago, you would just use one zettabytes of data today.

That’s how much it’s going to create 40 of these as a civilization.

Now, as marketers, you also know that we’re not really good about making use of the data that we have.

So in the 2019 Pricewaterhouse SEO survey, they asked CEOs how critical are certain types of data, you’ll see all the top line data about your customers and clients preferences and needs that top yellow line 94% of SEO said that is essential.

That is critical information, financial forecasts brand and reputation, risks to the business.

SEO say we want to know what’s going on.

When asked do you get that? That’s what that bottom line is there that lovely yellow line that says 15% of SEO You are getting what they asked for.

It doesn’t take a rocket scientist or a data scientist to realize that you’re going to get fired if you keep giving the SEO, what they do not want.

Compounding that the state of dashboards and reporting today looks a lot like this.

We have lost the ability to communicate in any meaningful fashion.

We just sort of puke everywhere, as many numbers as possible with colors and hope that somebody can read this.

This is the takeaway from this entire session, you could walk out of the room right now.

If you take this to heart, a dashboard, without decisions, or decorations.

If you look at a dashboard, you look at a report of any kind and you can’t make a decision.

It’s worthless, throw it out, start over dashboards without decisions or decorations.

Thanks, it’s been great.

I’m just kidding.

The impact is no surprise, right.

We don’t communicate data meaningfully which means we don’t ever get anywhere.

We don’t make any money, we get fired.

This session had this whole data storytelling thing.

Well, we’ll cover a little bit about that day storytelling is pretty simple telling stories with data is the first part of that sentence is important.

What is a story in context of data? Here’s what it isn’t.

But yet, this is what we do to people, right? We just sort of pour data on their heads repeatedly and hope that they get it.

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